Research Catalog
New perspectives in marketing by word-of-mouth
- Title
- New perspectives in marketing by word-of-mouth / Emerald Group Publishing Limited.
- Publication
- Bingley, UK : Emerald Group Publishing, 2015.
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Use in library | HF5827.95 .N49 2015 | Off-site |
Details
- Additional Authors
- Emerald Group Publishing.
- Description
- vii, 192 pages : illustrations; 25 cm.
- Series Statement
- Emerald gems
- Uniform Title
- Emerald gems.
- Subject
- Bibliography (note)
- Includes bibliographical references.
- Contents
- The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude -- How large companies react to negative Facebook comments -- Word of mouth : measuring the power of individual messages -- The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction -- The heterogeneous effect of WOM on product sales : why the effect of WOM valence is mixed? -- The role of brand love in consumer-brand relationships -- Effects of brand love, personality and image on word of mouth : the case of fashion brands among young consumers -- The impact of user interactions in social media on brand awareness and purchase intention : the case of MINI on Facebook -- Spreading the word through likes on Facebook : evaluating the message strategy effectiveness of Fortune 500 companies.
- ISBN
- 1785608193
- 9781785608193
- 9781785608186 (ebook) (canceled/invalid)
- OCLC
- ocn921863879
- 921863879
- SCSB-1843675
- Owning Institutions
- Princeton University Library